Sports Marketing Machine Podcast 115 - “We Miss You”: The Email That Brings Fans Back
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May 22, 2025 In this discussion, a critical issue in sports marketing is tackled: bringing back fans who only attended once. With 85% of single-game buyers not returning, a personalized email strategy emerges as a solution. Forget generic newsletters; individualized, plain text emails can foster genuine connections. The timing of these emails is crucial to maximize impact while the memory of the game is fresh. Tips on segmentation by game type and seat can further enhance messaging effectiveness, ensuring teams re-engage their warmest leads.
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High Single-Game Buyer Attrition
- 85% of single-game buyers do not return the following season across all sports levels.
- Teams spend heavily to acquire these fans but often neglect efforts to bring them back, causing lost revenue.
Use Personalized "We Miss You" Emails
- Send personalized "We Miss You" emails from a staff member rather than a generic email to re-engage past game attendees.
- Mention specific past games they attended and upcoming similar events to make emails feel authentic and targeted.
Segment and Personalize Email Lists
- Segment your email list by type of event attended or date to target fans with relevant messaging.
- Use details like first name and past event to personalize and boost ticket sales instead of broad blasts.